This is another great example of how TV station marketing can be a force for good. “Seeing the protests first hand, I knew we had to do something from a marketing standpoint,” said Aaron Liversedge, KSHB’s creative services director.
When Aaron Liversedge took to the streets during the protests in Kansas City, “simply as a casual observer, just to get a sense of the emotion, passion and pleas for change,” he realized it was a key moment for him. Liversedge is the creative services director for Scripps’ NBC affiliate, KSHB.
“Having been out there for a night to offer support to our field crews, seeing the protests first hand, solidified my desire to create a piece of creative. I knew we had to do something from a marketing standpoint.”
He felt something needed to be said. “Most definitely — 100%.” So Liversedge conferred with the station’s general manager and news director and they all agreed they had to act.
Liversedge said like many other cities, Kansas City had a fair amount of violence and arrests during the protests.
“The focus had to be on the issues and subsequent conversations,” said Liversedge. “As a station, we had to approach this from a tone of listening.”
So Liversedge and his staff spent days in editing to make sure the message was precise, getting feedback and input from around the station.
“Listening was key,” said Liversedge. “Not making the creative about us, but rather the issue, was paramount.”
NOTE: This is another great example of how TV station marketing can be “a force for good.” To read another article about what can happen if TV stations used some of their advertising airtime for messages that address social issues like injustice, racism and discrimination, click here.
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